By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.
save
₹3,035.00
Moment of Truth: Redefining the CEO’s Brand Management Agenda
The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands.
₹1,564.00₹4,599.00
In stock
Related products
-
Macroeconomic Policy Framework for Africa’s Structural Transformation
₹5,226.00The main objective of this book is to identify the key sources of growth which have played a significant role in Africa’s recent robust growth as well as its efforts towards economic transformation. The book assesses to what extent the existing macroeconomic frameworks among African countries have been streamlined to the countries’ development priorities in order to achieve long-term growth and economic transformation.
₹12,154.00 -
Power, Policy and Profit, Corporate Engagement in Politics and Governance
₹4,657.00Power, Policy and Profit investigates the many ways in which corporate actors attempt to influence political activities. Through the intensified globalization of markets, the restructuring of welfare services and the accumulation of private capital, opportunities for corporate influence in politics affairs are shown to have multiplied.
₹10,831.00 -
The Business of Banking: Models, Risk and Regulation
₹4,824.00This book offers new insights on banking business models, risks and regulation proposals in the aftermath of the European financial crisis. It investigates the main issues affecting the business of banking nowadays, such as low interest rates and non-performing loans.
₹11,219.00 -
Handbook of Middle Management Strategy Process Research
₹10,340.00Split into five distinct sections, the book explicates the unit of analysis and presents foundational theories, emerging models, cutting-edge methods, and original empirical research in strategy process research. Contributors with diverse theoretical and methodological perspectives identify and address a wide range of research issues relevant to middle managers’ participation in strategy making, such as social network analysis and video methodology. Standout chapters include one on complex strategic integration by Robert A. Burgelman and one on the development of theory by Henry Mintzberg.
₹19,550.00
Be the first to review “Moment of Truth: Redefining the CEO’s Brand Management Agenda”